2. Why this presentation?
To understand, the awareness and
the corresponding attitude of today's
health conscious consumers towards
Gut Health
In this context, preview the approach
of a few brands that have
attempted to appropriate gut health
Explore possible learnings that Dabur
could leverage from the discussed
examples

3. Basic Structure
1. Set Context: Glance at India as a market for
digestive health
2. Evaluate the various codes of health in India:
Understand their approaches to health:
• Symptomatic vs. Root cause
3. Identify the opportunity in promoting Holistic Health
:Emergent Consumer Needs
4. Flesh-out the Digestive Health Consumer
5. Gauge the relevance of Digestive health to the
various consumer verticals
6. Map the relevance of digestive health to emergent
health need states
7. Review what competition is doing in the digestive
health space
8. Learnings and opportunities – Conclusions

4. Setting Context
Indian market for digestive
health, exhibits a relatively
clearer understanding of the
link between digestion to
overall health and wellness.
However, the market lacks a
strong portfolio of available
products that single mindedly
cater to this potentially
growing need.
Making India an “Opportunity”
market for Digestive Health
*2011,Bord Bia and the Futures company; Exploring the role of food and drink in the future of health and
wellness

5. Existing Health Codes in India
Balance Plugging gaps Compensation Lazy Optimization
Weight loss Fruits &Veggies Zero-Fat Anti - age Instant tangible results
International Organic
Curative All in the mind

6. Symptomatic vs. Root Cause
Health in India is currently is symptom driven as opposed to looking
slightly deeper and addressing a potential root cause
Curative
Plugging gaps
Compensation
Balance
Lazy
Optimization
Anti - age
All in the mind Zero-Fat
Fruits &Veggies
Natural
Weight loss
Instant tangible results
Organic
International

7. The Opportunity: Promote Holistic Health
Promote a long term lifestyle benefit
Optimization
Balance As opposed to Offering short term
symptomatic benefits
Natural
All in the mind

8. The Opportunity: Emergent Consumer Need for
Holistic Health
Health Inclined and open to
understanding holistic
Buffs health
Seeking „root cause‟
Food oriented solutions and
Actives lifestyle practices
Health Skeptics These together form the
probable „Digestive
Health‟ consumer
segment
Health Seekers
Easy going

9. The Digestive Health Consumer
A Healthy Gut = A Healthy Person
“All Disease Begins in the Gut.”
-Hippocrates
Core TG:
Urban, SEC A &B
Male-Female
Age: 25 Yrs onwards

10. Digestive Health Consumer: Active Adults
Poor Metabolism- Acidity
Sluggishness
Poor Detox-
Bloating
Irregular meals Hectic Lifestyles Stress Heartburn

11. Digestive Health Consumer: Mum and Kids
For the child, the mother‟s
concern is immunity. She wants
her child to be strong from within
Hectic Routines, along with life-stage
related hormonal changes, poor digestion
results in an irritable homemaker (both as
a parent and as a spouse).

12. Digestive Health Consumer: Teenagers
Teenagers due to hormonal
changes, picky eating, often
suffer from indigestion related
problems. Their diet, often has
the least amount of pre-pro
biotic components. This results
in skin care issues, depression,
hormonal imbalances

13. Digestive Health Consumer: Seniors
Seniors, typically have very
sluggish digestive systems.
Leading one, some or all the
followings concerns:
• Constipation
• Indigestion
• Low bone density
• Piles
• Irritability

14. Gut Health: Something for Everyone

15. Gut Health: Energy, Efficiency, Vitality
Healthy gut allows healthy digestion, which results in adequate,
absorption of nutrients and dispersal of toxins in the body.
This makes for the release of oxygen and anti-oxidants in the body,
resulting in vitality and energy
– Making you more efficient through the day
Active Adults

16. Gut Health: Weight Management, Anti-Bloating,
Pro-Bone Density, Protein Absorption
Active Adults and Seniors
Good digestion helps regulate
metabolism, which aids weight
management. The resultant good
absorption, prevents bloating post
meals. In addition, good gut health
facilitates function of the gall bladder
which is to digesting fat soluble
components such as proteins and
vitamin D

17. Gut Health: Anti-stress, Anti-depression
Good digestion helps regulate the body clock, and when the
body is not under stress, it releases „good hormones‟ which
alleviate our mood, improve our response to anxiety. Enabling us
to de-stress better, fight depression better, making us less irritable
and agitated through the day.
Active Adults, Mums and Seniors

18. Gut Health: Anti-stress, Anti-depression
Good digestion helps regulate the blood
flow in the body, allows better oxygenation
of the blood, and higher production of
anti-bodies. In addition, good digestion
boosts absorption and catalyzation of
good cholesterol versus harmful
cholesterol. Together, this results in more
potent immunity and better heart health.
Kids, Mums and Seniors

19. Gut Health: Moody Eaters
Kids and Mums
Good gut health promotes healthy digestion and absorption of
essential nutrients. It also helps in cleansing and detoxing the
body; this increases the sensitivity of taste buds and stimulates
the appetite

20. Gut Health: What Brand are Saying

21. Emotional Benefit: Revitalization – A
healthy, happier, more active you from
the inside.
Functional Benefit: Digestive Comfort

22. Emotional Benefit: Self Optimization – Get the most out
of you, a fearless and „Alive‟ you.
Functional Benefit: Boosts the body‟s natural defenses
(Immunity through probiotics)

23. Emotional Benefit: A more relaxed and stress-free you
Functional Benefit: good bacteria that helps good digestion

24. Emotional Benefit: De-stress/ Relaxation – Feel Happier,
Lighter and more Energetic
Functional Benefit: High fiber content to aid healthy digestion

25. Purely functional : Different products for corresponding gut
health goals

31. Emotional benefit: Health and Comfort from within
Functional benefit: Combination of Prebiotics and Probiotics
that help address bloating issues

32. Emotional benefit: Reassurance – Confidence of good lasting
health from within
Functional benefit: „Friendly Bacteria‟ that boost immunity

33. Emotional benefit: Instant relief
Functional benefit: Relieves acidity, gastric discomfort and
heart burn in 6 seconds

34. Opportunities: Learnings therefore

35. That said, In addition we could also explore
Probiotic Yogurt
Probiotic Flavored Water
Probiotic Ice Cream
Probiotic Chocolate bar
Probiotic Bread Spread
Probiotic Crackers

36. Some more…
Probiotic/ Prebiotic Drinkable Yogurt/ Milkshakes Probiotic Sticks (Flavored Powder)
Probiotic Food Formula Probiotic Frozen Food Blends

37. Possible Product formats
Fruit Cubes

38. Opportunities

39. Big Opportunity: Go the Goodbelly way

40. What is „Goodbelly Probiotic Fruit Juice Drink?‟
GoodBelly is a fruit juice based probiotic drink that
contains live & active probiotic cultures. It is dairy-
free, soy-free and vegan.
GoodBelly‟s probiotic drinks come in a
medley of original flavors:
• Pomegranate Blackberry
• Cranberry Watermelon
• Mango
• Blueberry Acai
• Strawberry
• Lemon Ginger
• Vanilla Chamomile
• Coconut Water
• Tropical Green

41. Goodbelly Product Formats
On the Go
Targeted and High School kids and Active young adults.
The squeezable tube and the juice bottle are meant for on-
the-go consumption at work, school, while travelling and
while driving etc.

42. Lunch box and afternoon snack
Targeted and Junior School kids as tasty daily „between meal
fillers‟. Meant for consumption at part of lunch boxes and
afternoon snacks, between meal times etc.

43. Flu buddy
Targeted at young kids as their friend when they‟re ill. The big
shot is meant to “help you feel better” when you‟re ill… to
chase the flu away (boosting immunity)

44. Emotional benefit: Easy Health – Convenient, simple ways to a
happy you
Functional benefit: Contains live & active non-dairy probiotic
cultures that boost healthy digestion

49. Big Opportunity: Go Kevita way

50. What is „Kevita Sparkling Probiotic Super Drink?‟
KeVita is an organic sparkling drink that contains 4 strains of active
probiotics, including those originating from kefir derived cultures that are
clinically proven to support digestive health, maintain the immune system
and deliver more active cultures than yogurt.
Kevita is a vegan product, and is dairy, lactose, gluten and soya free.
It is available in 9 flavors:
• Coconut
• Mango Coconut
• Strawberry Acai Coconut
• Pomegranate Coconut
• Lemon Ginger
• Pomegranate
• Living Greens
• Pomegranate Black Tea
• Green Tea

51. Where does Kevita fit-in?
Kevita is positioned as a replacement
for sodas, juices or other natural food
store beverages

52. Who is Kevita Targeted at?
It‟s meant to be a „Family Drink‟ – Children, Teenagers, Young
Adults, and Seniors

53. Kevita‟s Nutritional Claim
Every bottle has 100% of the
recommended Daily Value of vitamin
C and probiotics that support
beneficial digestive flora.

54. Communication

56. Therefore
Keeping in mind the two big strengths Real
inherits:
1. A strong flavor portfolio
2. A claim to immunity (that we currently
struggle in communicating)
It would be a good opportunity to appropriate the
„First Movers Advantage‟, in the fruit juice
digestives category or even explore a „Category
Creator‟ stance of Sparkling water based digestive
drinks.
We have two options:
1. Goodbelly
2. Kevita

57. Let‟s Talk